Choose an existing product or company and develop a mini marketing plan. Your mi
ID: 425342 • Letter: C
Question
Choose an existing product or company and develop a mini marketing plan.
Your mini marketing plan should follow these guidelines and must include:
I. Company History and Mission Statement (you can only copy and paste the
mission statement and it must be cited-you cannot copy and paste company
information) For full credit you must include recent company history and
successes of the organization along with a company address
II. Objectives of the plan (need at least two-- one must be quantifiable-- what do
you want the plan to accomplish?) Objectives must accurately apply to the
plan.
III. Current target market-- detailed demographic, psychographic and geographic
Information
IV. Marketing Mix Strategies of the plan
A. Product Strategies (include a description of product-Chapters 8 &; 9)
B. Pricing Strategies (not the price of the product-the strategy(ies) used when developing prices-- Chapter 10)
C. Promotion Strategies (types of media you will use in this plan)
D. Distribution Strategies
V. Work Cited Page
BOOK - MARKETING: real people real choices 9th edition by Michael Solomon
Explanation / Answer
Mini Marketing Plan: Company- AMUL (GCMMF), Product Group - Ice Cream Products
1. Company History:
GCMMF (AMUL)- Gujarat Co-operative milk Marketing Federation
Over seven decades ago the co-operative society was established by the then Indian leaders Sardar Vallabhbhai Patel, Dr. Verghese Kurien etc. Initially the focus was to collect the milk and help farmers to get the good rate of their milks. After the white revolution in dairy industry of India they established strong presence in the market and started commercializing.
AMUL is known for its strong Supply chain network across India. Basically it’s a C to C model which is Cow (Buffalo) to Consumer model. Supply chain comprises the Milk produced from the cows or buffalos to the Consumption of milk/dairy products by consumers.
Vision: Amul’s vision is to provide more and more satisfaction to the farmers, employees and distributers.
Mission: We at AMUL/GCMMF (Gujarat Co-operative milk Marketing Federation) endeavor to satisfy the taste and nutritional requirements of the customers of the world, through excellence in marketing by our committed team. Through co-operative networking, we are committed to offering quality products that provide best value for money.”
2. Objective:
a) To increase the market penetration of the Ice Cream Products in Rural area at least by 10%
b) To improve the sales and distribution management system
3. Current market Segment:
Demographic: Age – All Age, Gender-All Gender
Income- 200000 INR and Above (Annually)
Psychographics: Playing Children, School Festivals, People with Relaxing personalities
Geography- Rural area of Gujarat, India, Asia
As per the above objectives following plan can be developed.
4. Marketing Mix:
A. Product Strategies:
AMUL is one of the top ice cream brands of India. Product portfolio of AMUL brand is very huge but we will focus on ICE Cream product group. AMUL is the only brand which is producing Real Ice cream than Frozen Desserts*. AMUL has very attractive packaging methods which appeals consumers to buy more. Ice cream products with seasonal flavor is the strategic product for this case.
*real ice cream is made up of pure milk with required additives, whereas frozen desserts is getting produced with vegetable oils, wheat etc. which is 70% cheaper than real Ice Cream and increases the shelf life by 6 times.
B. Pricing Strategies:
In rural area pricing matters the most, since the children of rural area have very low spending power, the product should be comparatively cheaper with no odd pricing, in order to boost up sales. Attractive schemes for retailers like By one get one(for family packs), scheme to purchase Deep freezer with EMIs and at low rate than market prices etc should be the main strategies regarding pricing(MRP as well as cost price for retailers).
C. Promotion:
Promotion of ice cream products in rural area should be based on paper media, since no/low access of internet. Printed leafs, Template in newspaper, wall painting, activities in school etc should be the promotional activities.
D. Distribution Strategies:
Since the shelf life of ice cream is very low and intense care is required to maintain the quality and taste of the products. There are special refrigerated tankers which can preserve products and transport from one location to another location (Plant to DC or DC to Retailers) used.
FIFO- First in First Out (stock) method is used to avoid the loss of stock and to meet the demand in the market.
Demand sensing should be high to avoid bullwhip effect in supply chain network.
5. Work cited page
Marketing Management by Philip Kotler, Kevin Lane Keller